Digging for Gold in Good: Sustainability Opportunity Recognition for Entrepreneurs

We propose a systematic importance-performance analysis to identify unexplored opportunities for entrepreneurs. The sustainable context is used to determine competitive areas that need to be improved. After identifying the areas that require improvement, opportunities with a high chance of success are determined. We summarize the results of this approach to dairy farming context in The Netherlands. The importance-performance analysis is applied using a sustainability business model for entrepreneurs. The importance-performance analysis can also be used by other stakeholders in the entrepreneurship ecosystem, including venture capitalists, advisors, and policy-makers.